New High Score

Analytics. Visualization. Data. Design. Marketing.

TED Talk: Sir Ken Robinson

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“If you’re not prepared to be wrong, you’ll never come up with anything original”

- Sir Ken Robinson, TED Talk, 2006

Written by newhighscore

December 10, 2009 at 12:42 pm

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A Tiger Woods Accenture Ad

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Amidst all the Tiger Woods controversy, I was not sure how to reach to this Tiger Woods ad by Accenture.

Tiger Woods Accenture Ad

Three frames of the Accenture Tiger Woods Ad

Usually, when celebrities enter a phase of mad (and negative) controversy, brands that they endorse do one of two things, lie low, or drop the celeb.

Accenture have taken the high road. They’ve used the very same controversy to put out a report (really now, a report??).

Interesting, eh? I’m not sure if it’s a good or a bad thing, but it’s certainly brave.

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December 9, 2009 at 3:48 pm

Omniture Care

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Listen up, big business. Here’s how.

I’ve been saying this to folks for a while now, but never put it down.

@OmnitureCare (or Ben Gaines, as some may know him) is an excellent example of how businesses can engage users and customers using the internet (from e-mail to twitter to forums) . I often recommend him as an example to some of my clients.

I’m sure there are other good examples out there, but this is one I end up seeing very often. He is super quick to respond to people’s cribs and queries on (i think) every major web analytics forum there is.  At least, on all the ones that I am on. He even responded to a (very innocent) tweet this morning. I was just grumbling waiting for the report to load, given that it was taking long today.

Honestly, I’m not Omniture’s biggest fan – I find Google Analytics to be easier to use and more intuitive, but that’s just my opinion. YMMV. However, I have to use Omniture often because some of my clients use it, and it’s nice to have Ben on the networks, listening in, and jumping in when he feels he can contribute. I wager that he’s saved a lot of client attrition, though something like that would be hard to measure.

I think this is a great example of how a big corporation can spread some love and listen to the folks on the ground. Especially since, more often than not, everyone hates the big player. And that’s just natural.

It’s a simple lesson: listen.

Written by newhighscore

November 24, 2009 at 1:12 pm

What Good is the Microsite?

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Recently, the agency I work for built a microsite for a client’s campaign.

The client, not the friendliest even in good times, was full of questions about how ‘effective’ the microsite (and the entire campaign) is. To add to the mess, it was an ‘engagement’ campaign, designed to generate thought about the brand, and an awareness of the impact the brand has had on it’s customers. No loud calls-to-action, no sales push.

If you ask me, it’s a great campaign. I can not tell you more about the details because I’m bound by confidentiality. But the buzz, whatever little, is very positive. It’s a B2B service and not the sort of thing that website or microsite visitors will sign up for immediately. It’s not Amazon or eBay.

Naturally, being the Data Monkey here, I was dragged into heated discussions on the campaign and it’s impact. The client wasn’t in a position to share ANY internal data with us. Nor is there any brand health tracking.

While the battle is ongoing, and I’m continuously coming up with different metrics to ‘prove that the campaign works’, which is the most annoying task, I found this eMarketer post on Deep Brand Engagement very useful. It essentially gives benchmarks from a study about how people who interacted with a brand online either buy it, or recommend it.

Fortunately, my client bought the stats (I don’t, completely, without seeing the data and the methodology). I’m posting because someone else might find it useful, too.

Sorry for the ‘Rant’ish nature of the post, it’s been a hard week so far.

Written by newhighscore

November 19, 2009 at 12:59 pm

Web Analytics Wednesday Singapore

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Click here to register, and sign-up.

I’m quite excited to meet other web analytics folks. I’m really looking forward to this one.

Oooo!

Written by newhighscore

November 10, 2009 at 2:22 pm

Omniture Tip #14

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I realised that, with increasing use of Omniture for a client, I keep having to trawl the web and forums and email groups for questions about Omniture. This is compounded by the fact that the client doesn’t give me admin access, and I’ve had no formal Omniture training. It’s too costly, and I’ve found it hellish to find an Omniture help file which is useful in a hurry.

I need to put all the useful tips in one place now. That place is here.

We’re going to put up a promo website outside the client’s domain, and I was wondering what we have to do to use the normal tracking codes. I found this, which was the perfect answer:

If you have multiple domains or add your tracking code to third-party sites that do some of your hosting (such as for a promotional campaign, fundraiser or contest), make sure to specify these domains as internal within the Admin tab under Edit/General/Internal. If not, supposedly you’ll have some page names show up as “other” in the reports–in which case you’ll have to call Omniture to find out what those pages are. However, I had a case where I hadn’t identified a third party as an internal domain, yet the data came through fine; the senior implementation consultant who came to the class couldn’t explain this. Nevertheless, I’ll set the internal domains going forward.

Thank you Church Mojo.

Written by newhighscore

October 14, 2009 at 5:12 pm

Measuring ‘Social Media’

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Liana Evans points us to Forrester’s Four Is of Social Media Measurement from this 2007 piece by Brian Haven.

To quote

“Marketing’s New Key Metric: Engagement” by Brian Haven of Forrester Research identifies four areas of engagement that can be measured. Engagement is the name of the game when it comes to social media and measuring successes and failures.

  • Involvement: Just how involved is the community you’re engaging with? Are they visiting your site? Are they subscribing to your blog? How many video views do you have? Did they request information from your site or from a member of your team?
  • Interactions: How are your efforts working in the way of gauging interactions? Are fan visits to your fan page increasing? Have those fans started conversations? How many replies to a post in a forum have you received? How many comments are your blog posts getting?
  • Intimacy: Intimacy demonstrates the level of comfort/love/hate your audience feels with your company brands, products, or services. How much user generated content such as videos, photos, blog review sites or even threads in forums are being generated around your company? How many ratings are you receiving? What is the sentiment of your ratings or product/service comments?
  • Influence: Just how much influence are your efforts (or those of other influencers) having on your strategy? How willing are people to recommend you? Did you get a brand awareness lift with your efforts? Are influencers sharing their opinions and are they creating user generated content around your products/services?

More on this soon, I hope.

Written by newhighscore

September 1, 2009 at 10:11 am

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